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(Eventually, the program would go back to its Marlboro Man roots, and offer things like BBQ tools and cowboy cookbooks, rebranding as the Marlboro Country Store.) Although there were other smoking continuity programs like Camel Cash, Marlboro Miles was by far the most successful, distributing over 14 million items its first year, a number that would reach 135 million by September 2006, which is when new government regulations that forbid campaigns incentivizing smoking went into effect

Comprehensive bans required under WHO FCTC Under the WHO Framework Convention for Tobacco Control (WHO FCTC), all Parties to the treaty must institute a comprehensive ban on tobacco advertising, promotion and sponsorship within five years of the Convention's entry into force for that country